Since immersive virtual reality (IVR) emerged as a research method in the 1980s, the focus has been on the similarities between IVR and actual reality. In this vein, it has been suggested that IVR methodology might fill the gap between laboratory studies and real life. IVR allows for high internal validity (i.e., a high degree of experimental control and experimental replicability), as well as high external validity by letting participants engage with the environment in an almost natural manner. Despite internal validity being crucial to experimental designs, external validity also matters in terms of the generalizability of results. In this paper, we first highlight and summarise the similarities and differences between IVR, desktop situations (both non-immersive VR and computer experiments), and reality. In the second step, we propose that IVR is a promising tool for visual memory research in terms of investigating the representation of visual information embedded in natural behaviour. We encourage researchers to carry out experiments on both two-dimensional computer screens and in immersive virtual environments to investigate visual memory and validate and replicate the findings. IVR is valuable because of its potential to improve theoretical understanding and increase the psychological relevance of the findings.
Keywords: Virtual reality; external validity; internal validity; replication; visual memory.